Keys to Identifying a True Marketing Agency

Many marketing agencies use the term “Digital Marketing” to describe their online services. This statement might be accurate, but when they claim that their email marketing, social media campaigns, or website design is “Inbound Marketing,” they blur the line between what is true and what is trending. Of course, these elements are fundamental to Inbound Marketing, but when they lack a foundation for their Inbound program, they simply become marketing tactics.

There are many aspects that separate a true Inbound Marketing agency from those that are not.

Inbound Marketing is multifaceted. Its success depends on how well the agency integrates and executes in:

• Strategy Development: As you know, developing an Inbound Marketing strategy is intense. It typically requires approximately three months of foundational work, including persona research and strategy enhancement, before fully launching the Inbound program.

• Search Engine Optimization (SEO) SEO is a crucial part of any Inbound strategy. It helps position your website among the top search results. True Inbound agencies understand the value of this tool and keep their websites up to date. They apply the same strategy to themselves, so a good sign of a trustworthy agency is that it appears among the top search results.

• Content Creation: Content is the heart of Inbound Marketing. A true Inbound agency prioritizes understanding your industry to create well-written content that addresses pain points. This level of understanding helps ensure blogs are educational, and advanced content sparks interest among your prospects.

  Creativity in Audiovisuals: Video is often the key to visibility, and its engagement value in Inbound tactics is increasing. Video should be an integral part of your Inbound program, as 80% of visitors reaffirm their purchasing decision based on the audiovisual content they find.

• Social Media Management: Knowing how to manage your social media presence is crucial. Constant activity is essential, of course, but how that content is positioned and optimized to be distributed among the best prospects is also fundamental. Not to mention that social media serves as a direct source of information from potential customers.

• Paid Media: While Inbound Marketing generally focuses on organic marketing strategies, paid media often helps accelerate processes and reach areas that would take longer organically.

• Marketing & Sales Alignment: The Inbound program is 50% dependent on marketing. The agency you choose should work closely with sales (the other 50%), contributing to lead management and ultimately seeking and closing qualified prospects.

• Design & User Experience: Your website’s design, along with its content, should be visually impactful. Reviewing the agency's website and its content will give you an idea of who you want to work with and, most importantly, their results.

The above constitutes the capabilities of an agency. While these are very important, there are other factors that will indicate whether an agency has the knowledge, experience, and personality to truly manage an Inbound Marketing program.

• They have success stories: Studying not only the agency’s portfolio but also client testimonials will give you an idea of how well they build and deliver their services.

  Field experience: Marketing specialists who know, understand, and can speak with expert authority to their audience without a steep learning curve are fundamental. An agency with established relationships with companies similar to yours will be able to execute an Inbound Marketing program more efficiently, quickly, and effectively.

• They share more than just business goals with you: The agency’s internal culture should not be overlooked. If the company’s spirit does not align with yours, the working relationship is likely to be unsuitable.

• They recognize the balance between marketing and sales: Beyond aligning marketing and sales, the agency must contribute to improving the process of how leads are generated, qualified, nurtured, and converted. Ensuring that both departments are on the same page is key to driving the Inbound program toward higher conversion rates.

• They understand your software: If your company is already using Inbound Marketing software (such as HubSpot), the agency's programs and processes should align with it. However, if you have not yet implemented any marketing software, the agency should guide you toward the best option and teach you both the basic and advanced features of the software they use.

  
  

Finding an agency that fits your needs may be challenging and time-consuming, but it can take your marketing efforts to the next level. Check our portfolio, case studies, and team experience to learn more about our services and evaluate if we are the right fit for you.